There is a story, like with every rebrand, of course. I will try to tell the story and answer a few questions we received regarding the rebrand; also to disperse the fear of not having any pink in the new logo or kit. Fear not!!! ;-)
So, let's start at the (not very) beginning. When we started Egos are so yesterday, we definitely thought of it as a 'fun project'. It was a fun thing to do, to call ourselves Easy and tell the world that we should not worry about all the egos out there who just want to smash it all the time. I don't believe we explained it very well that we did not mean you should do everything in slow motion. Easy was not about taking everything in life easy, to the point that we don't feel it's worthwhile doing. What we wanted to say was that to enjoy our outdoor activity, we should put the ego aside which would usually start comparing and telling us that we have to push every time we're out on our run or ride. Our ego would tell us that we cannot be slower than the next person passing us on a run and that we should show we are more than capable of going faster.
While we loved that most of you, who've been following us from the beginning, really got it and loved the ethos and the mission; we thought our name was not representing us the way we imagined.
Why didn't it work? Why the change?
1. Easy
Was not our official, legally registered, name. Easy stood for Egos are so yesterday and while we put Easy on our first Breeze kit, we were a bit worried that we would face legal issues if we kept using it. Easy cannot be used as a registered and trademarked name.
2. Egos are so yesterday
We loved this BUT it was a little too long. We often had difficulties how to put it on our kit and people didn't seem to remember it that well. Our good friend 'Google Analytics' told us that people usually tried to search us by 'egos' so it meant we lost all those people who wanted to get to know us and join the Easy family.
3. The journey
Started late 2020 when I started going through my personal development and search for a calmer 'me'. I started studying the ego and what it means, what's behind, how can we 'win' over our ego. What I found surprised me as it was something I didn't consider before. That our ego will always be with us (you can see more about this in 'Our Story') and what we should do is getting to know ourselves and learn how we can 'work with the ego' instead of going against or leaving it behind. Egos are so yesterday was telling quite the opposite so the thinking process has begun. What am I trying to tell people? How can a short, powerful name explain what I’m trying to say?
What was important is still important. Go outside, ride, run, walk, hike, swim, climb or whatever your sport is but do it for enjoyment! Yes, some people do races and some may even become semi then pro-athletes but let’s be honest, not many of us! ;-D Chasing those PBs and compare ourselves to others can honestly kill the exact reason you started in the first place….ENJOYMENT!! Let’s not forget how a quick run after work, a quick ride to the coffee shop just to meet up someone, a hike to explore your holiday location makes us feel. It makes us feel alive, free and happy and if you put pressure on yourself and want to push, push, push at all times , it will achieve the exact opposite. Stress, anxiety and you may even stop doing exercise as you feel burnout and not enjoying it anymore. We are on a mission, a mission that sets you free. Yourule is about getting to know yourself, ‘work with your ego’, and doing things your way so not listening to rules that are old-school, telling you not to wear certain things or do things in a certain way. That's when Yourule was born. #yourway #yourule
We will always ride and run for coffee and cake. This has always been our mantra and that will never change. It is our way to de-compress, de-stress and enjoy what’s around us. The beautiful mountains, lakes, woods, forests, meadows, animals the immense Universe with like-minded people and chit-chat about the world and the next cycling or running holiday we will do! It is our rule, our way and if that’s your way and your rule then Yourule! Hah.
Let's go through a few questions we received:
*What about pink?
Pink has not gone, it hasn't disappeared, it will never go away. Yes, our new colour scheme is different but it's for a new chapter. We never wanted pink to be the only colour we make any type of kit with. It was what we started with as we felt pink is such a powerful colour. We wanted women to feel they can wear pink and be strong at the same time. We still love it and it will return, that's for sure. We, however, really enjoy other colours and as you can tell, teal is pretty bold, bright and still quite out there. Pink will always be one of our main colours and so we ensure you're not panicking, here is a few more variations of our logo (pink included).
*More technical running gear coming?
We've been wanting to come out with some technical running gear and been trialling and sampling many different kind but not going to lie, it's extremely hard to find that great quality product that will last long, be liked and wanted (by us and more importantly, you). You all will definitely be the first to know if we find the one. ;-)
*Will there be more designs on cycling wear (i.e. more than one a year)?
We would love to come out with more designs on cycling clothing, it is our dream to offer more than what we do right now. It always depends on a lot of things. Coming up with a design idea, getting it right, order samples, arranging photoshoot, update website, etc. The products sometimes get delayed by our supplier due to different issues such as power cut, material shortage, shipping, and so on. More importantly, because we run the business on a pre-order, we'd often need 10 items to make it worthwhile to order but that means, we have to order a bit of stock even if we only had 1 order or we order 1 but that will be expensive for us to do. It is an often vicious circle that small businesses struggle with. We never know what will sell and what won't so it's hard to plan. Right now, we cannot offer more but hopefully in time, we can.
*I couldn't find your new site when I wanted to buy the old Pick & Mix socks, why is that?
It is always risky to rebrand as some of you or the people who bought from us previously, may not find our new site. This is why, we wanted to minimise the length of shutting it down but even with a short week of closing it, we definitely lost customers. There is not much we can do about this but we do our best to advertise our new site. It goes back to our previous name, where people couldn't find us. SEO is a huge part of every business and we can hopefully advertise our new brand enough that people still like our new products and what we are about.
*Why is there no logo on the t-shirts?
The reason is purely financial. We want to be transparent about everything we face in the business. Our previous t-shirts were printed by an independent small business. This business is no longer in service and we could not find another one therefore we had to go for a print-on-demand service (which actually makes sense for sustainability). There are loads out there and we sampled many different ones and we were not happy with the quality. The only one that offers great quality with sustainability in mind was Teemill. They run their business on a renewable energy and circular economy model which we find amazing. However, their model also limit what we can do so it's great if you sell loads of t-shirt but at the moment, we don't therefore cannot offer all the printing we'd like to see on our t-shirts. Due to this limited service, we had compromise of not having our logo on the products. It is, however, temporary. We'd like to see what you guys like and perhaps pick one or two types/design. We can then offer those two on our site with all the possibilities of printing and labelling. We have to be patient and see...
These are only a few answers but to make it easier, we will do a FAQ page on our website so you can read a lot more about our products, suppliers and decisions. We want to thank you again for your continuous support and welcome our new customers. This journey has been long but oh so short at the same time. Help us grow, we wouldn't be here without you!
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